At the end of 2021, the Federation of Small Businesses (FSB) asked us to help bring small businesses together through a standout Christmas campaign, designed to spark meaningful engagement at the busiest time of year.
This campaign served as a launch point for an ongoing collaboration, where we would also manage FSB’s ongoing content strategy.
The Federation of Small Businesses is all about championing small businesses. But with December being a chaotic time for business owners, we set out to create a festive campaign that would offer value, spark conversations, and make business owners feel seen and celebrated: not just marketed to.
Enter Member December – a two-week campaign built around celebration, recognition, and giving back to the small business community.
We created a suite of Christmas-themed assets that ran daily across FSB’s channels. Each post was a conversation starter, from “What was your biggest win this year?” to “What’s your favourite thing about running your own business?”, encouraging followers to reflect and share their stories.
We backed this with proactive community management to keep conversations flowing and help FSB build genuine connections with their community. Each day, a winner was picked and profiled in a ‘Member Spotlight’ post, giving their business a platform and some well-earned attention.
Beyond simple engagement, we wanted the FSB audience to feel seen and supported during their busiest season.
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